Awdri Marketing Plan
I. SITUATION ANALYSIS
The Australian Working Dog Rescue (AWDRI) is a small non-profit organisation that rescues and rehomes working dogs across Australia (Blake, 2016; Australian Charities and Not-for-profits Commission, 2015; Australian Working Dog Rescue, n.d.). While AWDRI has three product lines – dog adoption, merchandise and donations (Blake, 2016) – the product this paper will focus on raising awareness of AWDRI to increase long-term revenue from donations. Donations comprised 49.95% of AWDRI’s income in 2015 (Blake, 2016), which is the average for animal protection charities (ACNC, 2015).
Several macroenvironmental factors affect charitable giving, the most influential of which are economics and social trends. The amount of household discretionary income affects rates of donation, with …show more content…
Donations would then be followed with an email that included both the receipt for the donation and a thank you message. This thank you message would be changed monthly, highlighting the work that is being done with the donations and ensuring that the message does not stagnate for recurrent donors. This operates as a form of communication between donors and the canine recipients, strengthening the emotional bond and increasing the likelihood of recurrent donations (Prendergast & Chan Hak Wai, 2013).
Per the Ansoff Matrix, the marketing strategy being used is market penetration (See Appendix D). This is because both the product and the market already exist. Donations are already sought by AWDRI and multiple other charities. The changes to the product are repackaging. The target market, as discussed in the marketing strategy, also already exists and was selected partially due to their pre-existing tendencies to donate.
The Australian Working Dog Rescue (AWDRI) is a small non-profit organisation that rescues and rehomes working dogs across Australia (Blake, 2016; Australian Charities and Not-for-profits Commission, 2015; Australian Working Dog Rescue, n.d.). While AWDRI has three product lines – dog adoption, merchandise and donations (Blake, 2016) – the product this paper will focus on raising awareness of AWDRI to increase long-term revenue from donations. Donations comprised 49.95% of AWDRI’s income in 2015 (Blake, 2016), which is the average for animal protection charities (ACNC, 2015).
Several macroenvironmental factors affect charitable giving, the most influential of which are economics and social trends. The amount of household discretionary income affects rates of donation, with …show more content…
Donations would then be followed with an email that included both the receipt for the donation and a thank you message. This thank you message would be changed monthly, highlighting the work that is being done with the donations and ensuring that the message does not stagnate for recurrent donors. This operates as a form of communication between donors and the canine recipients, strengthening the emotional bond and increasing the likelihood of recurrent donations (Prendergast & Chan Hak Wai, 2013).
Per the Ansoff Matrix, the marketing strategy being used is market penetration (See Appendix D). This is because both the product and the market already exist. Donations are already sought by AWDRI and multiple other charities. The changes to the product are repackaging. The target market, as discussed in the marketing strategy, also already exists and was selected partially due to their pre-existing tendencies to donate.